Marketing and Communication Strategies for Addison Lee Services

This report examines the marketing and communication strategies of Addison Lee car services, focusing on promotional mix theory and its significance in decision-making for business operations. It explores how marketing and communication impact demand and profitability, aiming to expand the business by targeting a younger demographic. The report analyzes the importance of promotional tools like advertising, public relations, and sales promotion, and how these tools can be used to encourage customers. It also discusses the role of communication in attracting customers and influencing their behavior. Furthermore, the report details the importance of internal and external stakeholders, and outlines the use of AIDA (Attention, Interest, Desire, Action) to achieve Addison Lee's objectives, and how to collect customer feedback to analyze business performance. The report also briefly touches upon advertising through various communication channels.

MARKETING AND COMMUNICATION
 The study is related to understand importance of marketing and
communication for promotion of services of Addison Lee car services.
 It aims to expand business by 3% by targeting younger demographic of 16-25
years old by June 2018.
 It is to present ways for expansion of entity and increasing profitability at
maximum level.
 However, significance of promotional mix through and AIDA can be
understood fore expansion of entity.
Internal stakeholders:
These stakeholders made decisions regarding business operations for improving services. These are
managers, directors, owners and employees who work for expansion of Addison Lee car services.
External stakeholders:
These stakeholders are external whose relation impact on business activities as production and
distribution of goods, demand for services and so on. These include government, customers, suppliers,
competitors etc.
Significance of promotional mix theory for decision making
regarding business operations
Applying promotional theory for marketing and communication impact on demand for services and
its profitability. It will be beneficial for Addison Lee car services to increase number of customers
and enhancing its profit margin. Its significance in context to decision making for business
operations are as:
 It is benefited to aware people with services of Addison Lee car services also for
building up trust with its services.
 Effective for advertising and marketing of services to enhance productivity and
profitability.
 Useful for business expansion and maximising satisfaction level of customers with its
services.
Use of AIDA and its importance to achieve Addison Lee's objectives
AIDA is an effective approach for analysing market position of Addison Lee car
services and customers' requirements towards car. It can be understood as:
 Attention (A): At first, people awareness and attention towards
Addison Lee car services is identified including market demand. It
provides their awareness on which further business activities and
marketing is created.
 Interest (I): Afterwards, buyers' interest and attitude on Addison Lee
car services are recognised. It is related with productivity and
profitability of the entity as well generate different ideas for
increasing customer loyalty.
 Desire (D): In this way, purchasers' desire is identified in respect of
cars and Addison Lee car services. However, different tools are
determined for buyer behaviour and encouraging them towards its
services.
 Action(A): On behalf of analysing market demand and customers'
Ways to collect feedback
 After promoting products and services of Addison Lee car services, customers’
views are collected as feedback.
 It is also considered as performance evaluation and checking out the outcomes.
In this process, critical evaluation on customers' interest is identified which is
done through conducting survey, interviews and their opinions using social
networking platforms.
 Therefore, feedback are collected to analyse business performance and demand
for Addison Lee car services.
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BinDhim, N. F., Freeman, B. and Trevena, L., 2014. Pro-smoking apps for
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Wang, Q., and et.al., 2013. Effectiveness of the “Made in China” TV
advertisement: Evidence from a survey at an American
Communication is considered as sharing data and information from people to people for
business operations and advertising its services. It is key component for attracting customers
and influencing them towards services impacts on demand for it as well profit earning of
Addison Lee car services. Therefore, variety of ideas are created for maximising satisfaction
level of customers and meeting their expectations effectively.
Promotional mix theory
 This theory is related to increase marketing of services of Addison Lee
car services for promotion and sustaining its position.
 It includes tools as advertisement, public relation, personal selling and
sales promotion tools. Therefore, customers can encourage through
advertising using TV, radio, social media sites and so on.
 However, different ideas are generated for encouraging customers
towards services of Addison Lee car services. It influences
productivity and profitability of the entity.
Target audience
Target audience is an approach of segmenting customers into group and further
setting targets to fulfil their requirements. It is benefited for Addison Lee car services to
expand its business through following tools as:
 Actual market position of Addison Lee car services is identified for which
customers' requirements is determined.
 Several ideas are generated regarding recent market trend and promoting
services according to buyers' expectations.
 On behalf of target audience, business information and new creations can be
spread effectively for society's awareness towards services.
Channel and justification
Advertisement of goods and services can be done through using
communication channels as; verbal, non-verbal, written and audio-visual.
However, Addison Lee car services can advertise its services using social
media, TY, radio and publicity.
It will be effective for the entity to encourage customers for car and
services through audio-visual advertisement tools at most.